Perhaps more than any other sector of the industry, hotels are trying to understand how people and social networks affect bussiness so they can shape their marketing and, indeed, how they weave the original Four Ps into a wider strategy.Place the blame squarely on the shoulders TripAdvisor or other social networks, but customers have a hell of a lot more power than they did just ten years ago.Hotel chain Accor has been trying to get its head around some of these relatively new influences on its business, so commissioned a large study of consumers in Asia to understand more about how they use social media as part of their research and shopping for hotel stays, plus its role when they actually experience the product.In a speech during WIT, director of hotel solutions in Asia-Pacific, Emilie Couton, outlined the results of the study which was carried out during July and August with 5,400 people from 11 countries in the region.The survey was conducted with a combination of members of its loyalty programme (45%) and random guests at its hotels (55%).Here are some of the results:What types of travel brands do consumer follow or like on social media channels?

Hotels – 46%

Airlines – 40%

Other travel-related (tourism boards, etc) – 39%

What motivates consumers to follow or like travel brands?

Discounts and special offers – 77%

Get information and updates – 64%

Show affinity – 38%

In terms of purchasing decisions, what motivates consumers the most?

Pricing – 60%

Location – 58%

User reviews and ratings – 28%

Where do consumers think is the most trustworthy place for reviews?

Social networks – 40%

Online travel agencies – 40%

Hotel websites – 13%

Where are consumers looking for information about hotels?

Hotel websites – 57%

Online travel agencies – 54%

Review websites – 26%

Asking friends – 14%

Travel blogs – 8%

Hotel accounts on social media – 8%

Where are consumers most keen to give feedback on hotels located?

China – 74%

Philippines – 73%

Indonesia – 72%

Thailand – 69%

India – 65%

Singapore – 62%

Australia – 59%

New Zealand – 59%

Hong Kong – 58%

What are the most popular methods for giving feedback about a hotel?

Satisfaction survey – 29%

Comment card – 19%

Online review sites – 14%

What are the favourite methods for giving positive or negative feedback during a stay?Positive: